What is Customer Satisfaction Research?
Companies that can take customer impact back to the design process "when necessary" and update themselves are the ones that succeed in realizing the "customer-oriented" working philosophy. The first move, which creates a domino effect on this chain, is given by the customer thanks to feedback. Customer satisfaction is an organization's ability to influence & acquire and retain its customer over time. Customer satisfaction research or customer satisfaction measurement is a managerial information system that regularly monitors the voice of the customer with performance evaluations.
The main objectives of the customer satisfaction survey are to understand the expectations and needs of all customers.
Defining how well a company, itself, and its competitors meet these expectations and needs. Development of a product and/or service standard based on the results obtained. Ensuring that timely (without delay) behavior is developed by examining trends over time. Comparison of customer satisfaction survey and service between previous periods. Determining the awe that will raise awareness, Identifying unmet expectations, Determining the value of customer satisfaction in brand perception and reputation, Creating priorities and standards, interpreting the extent to which the goals have been achieved. The biggest contribution of the customer satisfaction research measurement process is that it provides the company with the opportunity to establish a dialogue with its most valuable asset, the customer, and to maintain its relationship, beyond providing some numerical indicators. With this feature, it gains importance as a marketing tool rather than a mere measurement for companies. High customer satisfaction must be continuous. Sustainable customer satisfaction can only be achieved with continuous quality service. Service quality and performance of service points should be monitored regularly. Although customer satisfaction surveys and measurements differ according to the sectors, it is recommended to be done 2 or 3 times a year.
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